Danish Grocer Dagrofa Pilots E-Paper Displays

Dagrofa, Denmark’s third largest grocery retailer, is piloting an epaper solution for digital displays and electronic shelf labels at its SuperBest store located at Østerfælled Torv in Copenhagen in an effort to reduce the labor required to keep its signage up to date.

The grocer worked with Windsor, UK-based ZBD on the solution, which includes 10,000 epop 50 (electronic point of purchase) displays, ZBD’s smallest electronic shelf label, in addition to several hundred epop 300s, its mid-sized display. The store had previously been using paper labels to display product and pricing information but the high volume of weekly promotions had made paper labels impractical and too labor-intensive to maintain.

“We had previously looked at segment displays, but we felt that it was the right time for us to look at next generation electronic shelf labeling, especially as the solution had become more cost-effective,” said Benn Jochumsen, IT project manager, SuperGros. “The ZBD solution doesn’t require lots of IT infrastructure or a lot of cabling around our stores, and Delfi’s Breece system is a simple and easy piece of software that connects our product management system with the electronic shelf edge labels.”

Jochumsen continued: "Now that we have implemented ZBD’s labelling solution, our store staff no longer need to waste time updating paper labels manually when product prices change, or when we launch promotions. Staff now have more time to devote to sales and customer care, which has reduced the amount of time customers spend at the checkout, and ultimately helps to improve overall store performance. The solution eliminates pricing errors, and because we now have 100 percent accuracy between the shelf edge and the tills, our customers have confidence that prices on shelves are always correct. In addition, because the labels are fully graphical, we can now display text, logos, and scannable barcodes.”

ZBD designs and supplies electronic shelf edge labels and associated software solutions for the global retail industry. Its range of epaper displays was developed to provide retailers with a total store solution and the ability to dynamically manage and update pricing, product, and promotional information at point of purchase.